Khao Khai Thai Chicken House's focus on serving 'everyday Thai food' is an interesting response to the industry’s obsession with trends and authenticity | via FnBReport
A closer look at what Khao Khai Thai Chicken House is doing in an industry obsessed with trends and authenticityOn Ebro Street in Poblacion, where a bar serving Mediterranean street food used to be, there now stands a Thai restaurant that has—as one of its centerpieces—a chicken dish called gai yang. This would be an unremarkable fact were the place in question set in Thailand where gai yang
This “kitsch”-as-authentic branding approach was a necessary strategy, and it’s one that’s bound to work in Poblacion where a kind of knowing, non-caustic irony can almost always find an audience. Ultimately, though, retaining that audience can only really be guaranteed by food.
Veering away from that view led to a menu that follows a more regional approach, with many of the dishes coming from the Isan region, a place considered by Thai food enthusiasts as the country’s culinary capital because of its complex and intensely flavored food.
Khao Khai Thai Chicken House isn’t explicitly marketed as a purveyor of a counterculture—and if it were, Mabanta would insist just the same that at the end of the day, it’s really about how the food tastes. But the restaurant’s focus on serving “everyday, working class Thai food” is nevertheless an interesting response to the industry’s obsession with trends.
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